CTV Is Ready to Grow Up, But Marketers Still Want Receipts

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Connected TV advertising is officially done “experimenting” and ready to scale. There’s just one small catch. Marketers would like proof that it actually works.

That’s the takeaway from a new report by eMarketer and Olyzon, which finds that while enthusiasm for CTV is high heading into 2026, confidence remains… aspirational. The survey of 124 CTV ad buyers paints a familiar picture: big budgets waiting patiently on the sidelines while marketers ask the same awkward question they’ve been asking for years. “Did this move the needle, or did it just look expensive?”